Some of the noteable new products include:
Olay Fresh Effects BB Cream
Maybelline New York Volum' Express The Rocket Mascara
Revlon Photoready BB Cream
L'Oreal Paris Colour Riche New Essentials Eye Shadow
COVERGIRL Lip Perfection Jumbo Gloss Balm
Revlon ColorStay Ultimate Suede Lipcolor
Revlon Nail Art
Olay Fresh Effects Powdered Va-Va-Vivid Contour Cleansing System
Olay Total Effects Moisturizer & Serum Duo
Organix Thick & Full Biotin & Collagen Shampoo & Conditioner
Dermasilk 1 Minute Collagen Lift
Nuance Salma Hayek Super Brightening Hand Cream
Neutrogena Naturals Acne Foaming Scrub
Clearasil On-The-Go Rapid Action Wipes
Hand Perfection Anti-Aging Skin Care
Splat Hair Chalk
I always wondered why some CVS beauty depratments and small versus some that are large and have a lot of limited items. I had a chance to ask an executive at CVS a few questions to explain to me how they selct which products are sold in CVS stores, and why the product selection differs.
New beauty products are always emerging. How does CVS select which new products will be sold at its stores?
Eighty percent of our customers are women and we're committed to serving their needs by creating the best possible beauty shopping experience. We make it our mission to understand our customers by listening to their feedback and using it to inform our beauty offerings. Through the long-standing ExtraCare loyalty program, we have incredible insight into beauty shopping behaviors of more than 70 million active members (13 million of whom are Beauty Club members as well). From store design to personalized coupons, ExtraCare insights helps us serve our customers better, down to what products make it on the shelves in our stores.
For example, advanced skincare technology is a big draw for shoppers – the #1 selling beauty product last year was Olay Regenerist Micro-sculpting Cream – and we also saw a 40% increase in nail sales last year. Based on these insights, you’ll continue to see new products in these fast-growing categories on our shelves in the year to come.
In addition, our expert team of buyers stay on top of the latest trends and advancements in the beauty industry to make sure we always offer the most innovative and advanced beauty products available.
From time to time, CVS/pharmacy will see an un-tapped segment in the market or advancing trends and work to develop our own exclusive lines to bridge the gap. For example, in 2006, we launched the Essence of Beauty bath and body product line to deliver a complete, quality body care collection for 40% less than similar products on the market. Similarly, in 2012 we partnered with Salma Hayek to create the Nuance Salma Hayek line, making premium beauty accessible to all women.
Do some stores get different new beauty products than others? Why?
We are focusing on personalizing the shopping experience for each customer in order to best serve her individual needs. From the type of offers she receives through our ExtraCare Savings and Rewards program down to the merchandise available in store, we recognize that the best shopping experience is never one size fits all. Our merchandising mix, including our beauty offering, is determined based on what customers in that specific store location are looking for from us. This means that the assortment will vary based on where the store is located and on customer shopping habits as well.
